Horizon Media and Nielsen expand audience matching in blu

Horizon Media and Nielsen have expanded advanced audience and identity matching capabilities within blu, Horizon’s proprietary AI-driven marketing platform, strengthening how advertisers plan, activate and measure campaigns using consistent audience definitions.

The development enables blu IDs to be matched with Nielsen IDs via TransUnion, allowing Horizon clients to align their first-party data with TransUnion and Nielsen IDs and apply the same advanced audiences across the full campaign lifecycle, from planning through to measurement.

Expanded ID matching supports end-to-end campaigns

Horizon Media was the first agency to match Nielsen panel data with both third-party audience segments and client first-party data using blu IDs in 2019. The updated integration builds on that foundation, providing marketers with a more consistent and accurate view of target audiences across channels.

According to the companies, the enhanced capabilities are designed to support more efficient media investment, improve advertising relevance and deliver a clearer understanding of return on investment from audience definition through to campaign reporting.

Partnership integrates data, panels and big data measurement

Michele Donati, EVP, Chief of Futures, Horizon Media: "Nielsen continues to provide best-in-class, person-level data that helps us bring richer, data-driven solutions to our clients. Our expanded partnership will include their new Big Data + Panel measurement. Our first-to-market integration, together with TransUnion, marks a pivotal step in building the next generation of advanced audience planning and measurement that drives business outcomes for our brands."

Matt Devitt, Head of Advertisers and Agencies, Nielsen: "This new era of our relationship with Horizon will empower advertisers to unlock the full value of their first-party data with greater precision, scalability, and interoperability. We are excited to keep innovating to drive their continued success and provide them with the measurement they need to drive data-driven linear transactions."

Focus on interoperability in media buying and selling

The announcement reflects Nielsen’s wider efforts to improve interoperability and simplicity across media buying and selling. Its measurement solutions are built on the Nielsen ID System, combining person-level panel data with large-scale big data coverage.

Nielsen said the approach provides broad visibility across digital, streaming and connected television, supporting advertisers and agencies as they seek consistent audience measurement across platforms.

www.horizonmedia.com

www.nielsen.com

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